Chang­ing the guard

New faces on the win­ner’s podium at Lo­eries

Finweek English Edition - - Advertising & Marketing -

THERE’S SOME­THING strangely dif­fer­ent about the Lo­erie Awards’ leader board this year. Most of the old stal­warts are still there, but in a dif­fer­ent or­der. Sev­eral of the tra­di­tional head­lin­ers have been ban­ished to the lower reaches, pushed aside by some newly resur­gent agen­cies. There’s been a chang­ing of the guard.

The as­pect to con­cen­trate on is our in­di­vid­ual agency rat­ings. There’s no sur­prise at the top, filled again by Ogilvy Jo­han­nes­burg, which capped what is al­ready an out­stand­ing year.

But sec­ond spot is where the big sur­prise lurks. There you find FoxP2, a ris­ing power that’s now clearly risen, im­proved from eighth last year. Gloo Dig­i­tal De­sign won most of its awards in col­lab­o­ra­tion with other agen­cies, but we’ve con­tin­ued our prac­tice of al­lo­cat­ing full points to both teams in a col­lab­o­ra­tion.

All the points in the work Gloo par­tic­i­pated in were al­lo­cated by the Lo­erie or­gan­i­sa­tion and the Creative Cir­cle to the part­ner agency, treat­ing Gloo as a sup­plier (like a pro­duc­tion house) not an agency. So Gloo was awarded no points by the Lo­erie com­mit­tee, though its con­tri­bu­tion was ac­knowl­edged in a foot­note. And in some cases the part­ner (Joe Pub­lic) was a mem­ber of an­other group.

KingJames Cape took fourth spot, up from 13th last year while push­ing Net#work BBDO down to fifth. Joe Pub­lic has fi­nally re­alised its po­ten­tial, im­prov­ing from joint 13th to fifth. Metropoli­tanRepub­lic, an­other creative new­comer, snagged 10th spot.

But what of DDB, which ap­peared to be head­ing for an­other tri­umph af­ter a string of big wins over­seas? Its in­ter­na­tion­ally ac­claimed En­er­gizer print cam­paign was

ruled out of con­tention be­cause it was thought to lack orig­i­nal­ity. The judges found it too sim­i­lar to a three-year-old Sin­ga­pore cam­paign for Nick­elodeon TV, a chil­dren’s chan­nel in Sin­ga­pore. Other el­e­ments of the En­er­gizer cam­paign re­mained in con­tention.

With­out the En­er­gizer work (which earned a Grand Prix at Cannes), DDB gar­nered a mod­est 500 creative points and 16th po­si­tion. But with a re­fresh­ingly wide range of awarded work it still looks like an agency for the fu­ture.

Other tra­di­tional creative lead­ers brought up the rear: Lowe Bull and TBWA Hunt Las­caris, which re­cently was the lead­ing creative agency in the coun­try, now lan­guishes in 23rd po­si­tion.

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